5 Down: Elder Abuse.

Elder abuse is rampant in New Zealand. And it’s often at the hands of family. To covertly educate older Kiwis on what abuse is and encourage help-seeking, we created Undercover Crosswords.

At first glance, they appeared like ordinary newspaper crosswords – something most elderly pore over every day. But each daily crossword had one special clue, defining a type of mistreatment. For two weeks, all clues led to the same answer: abuse, followed by the helpline. Calls increased by 271%.